Traffic Source Metrics and Terms
List of reported metrics using traffic source reported information.
Amount Spent – currency
Shows the ad spend amount as reported by the traffic source (ad network).
Clicks – number
Shows the number of ad clicks reported by the traffic source (ad network).
Conversions – number
Shows the number of conversions tracked and reported by the traffic source (ad network).
Cpa – currency
Shows the calculated cost per action based on the ad spend and the number of conversions reported by the traffic source (ad network).
Formula:
[Cpa] = [Amount Spent] / [Conversions]
Cvr – percentage
Shows the calculated conversion rate based on the ad clicks and the number of conversions reported by the traffic source (ad network).
Formula:
[Cvr] = ( [Clicks] / [Conversions] ) x 100
Revenue – currency
Shows the revenue reported by the traffic source (ad network). This revenue is usually tracked by the ad network’s pixel, or sent to the ad network via a server-2-server postback.
Net – currency
Shows the calculated net profit based on the ad spend and revenue reported by the traffic source (ad network).
Formula:
[Net] = [Revenue] – [Amount Spent]
Roi – percentage
Shows the calculated return on investment based on the ad spend and revenue reported by the traffic source (ad network).
Formula:
[Roi] = ( [Net] / [Amount Spent] ) x 100
Epc – currency
Shows the calculated earning per click based on the reported number of ad clicks and revenue from the traffic source (ad network).
Formula:
[Epc] = [Revenue] / [Clicks]
Impressions – number
Shows the number of ad impressions reported by the traffic source (ad network).
Ctr – percentage (Taboola only)
Shows the click-through rate reported by the traffic source (ad network).
Formula:
[Ctr] = ( [Clicks] / [Imp] ) x 100
Viewable Impressions – number (Taboola only)
Shows the amount of viewed ad impressions as reported by the traffic source (ad network).
vCtr – percentage (Taboola only)
The viewable click-through rate reported by the traffic source (ad network)
Formula:
[vCtr] = ( [Clicks] / [ Viewable Impressions] ) x 100
Avg. Cpc – currency
The average cost-per-click calculated based on the total cost and number of ad clicks reported by the traffic source.
Formula:
[Avg. CPC] = [Amount Spent] / [Clicks]
Camp. ID
Shows the unique campaign identifier as reported by the traffic source (ad network).
Status
Specifies the current status of a campaign, widget, content, etc. as reported from the traffic source (ad network).
Daily Budget – currency
Shows the daily budget allocated on the campaign level as reported by the traffic source. The value can be edited from TheOptimizer.
Total Budget – currency
Shows the total budget allocated on the campaign level as reported by the traffic source. The value can be edited from TheOptimizer.
Widget ID – string / sub-entity of the campaign
Refers to the publisher site name or id as pulled by the traffic source. Depending on the traffic source, this value can be a text string, number, or a combination of both.
This entity also determines the value based on which TheOptimizer matches publisher-level performance statistics from the traffic source to the tracker side.
Content ID – string / sub-entity of the campaign
Refers to the unique identifier of the ad creative as reported by the traffic source. Depending on the traffic source, this value can be a text string, number, or a combination of both.
This entity also determines the value based on which TheOptimizer matches ad-level performance statistics from the traffic source to the tracker side.
Section ID – string / sub-entity of the campaign (Outbrain only)
Refers to the unique identifier of the publisher section as reported by the traffic source. Depending on the traffic source, this value can be a text string, number, or a combination of both.
This entity also determines the value based on which TheOptimizer matches section-level performance statistics from the traffic source to the tracker side.
Tracking Platform Metrics and Terms
Clicks (Tracker) – number
The amount of Ad Clicks (campaign link visits) reported by the tracking platform.
Landing Page Clicks – number
The amount of visitors which clicked on a call-to-action link inside your landing page (click to an offer link), as reported by the tracking platform.
Landing Page Ctr – percentage
The calculated landing page click-through rate percentage, based on landing page clicks and total clicks reported by the tracking platform.
Formula:
[Landing Page Ctr] = ( [Landing Page Clicks] / [ Clicks (Tracker)] ) x 100
Landing Page Cpc – currency
The calculated average landing page cost-per-click, based on the number of Landing Page Clicks reported by the tracking platform and the Amount Spent reported by the traffic source.
Formula:
[Landing Page Cpc] = [Amount Spent] / [ Landing Page Clicks]
Landing Page Cr – percentage
The calculated Landing Page Conversion Rate, based on the amount of Landing Page Clicks and Conversions (Tracker) reported by the tracking platform.
Formula:
[Landing Page Cr] = ( [Conversions (Tracker) ] / [Landing Page Clicks] ) x 100
Conversions (Tracker) – number
The number of conversion events reported by the tracking platform. Note: this does not include custom conversions. Only the main conversion event.
Cpa (Tracker) – currency
The calculated cost per action (acquisition) based on the number of conversions reported by the tracking platform and the amount spent reported by the traffic source.
Formula:
[Cpa (Tracker)] = [Amount Spent] / [Conversions (Tracker)]
Cvr (Tracker) – percentage
The calculated conversion rate based on the number of clicks and conversions reported by the tracking platform.
Formula:
[Cvr (Tracker)] = ( [Conversions (Tracker)] / [Clicks (Tracker)] ) x 100
Revenue (Tracker) – currency
Shows the generated revenue as reported by the tracking platform. Note: this does not include revenues from custom conversions. It only includes the main Revenue column of your tracker.
Net (Tracker) – currency
The calculated net profit based on the Amount Spent reported by the traffic source and the Revenue (Tracker) reported by the tracking platform.
Formula:
[Net (Tracker)] = [Revenue (Tracker)] – [Amount Spent]
Roi (Tracker) – percentage
The calculated return on investment based on the Amount Spend reported by the traffic source, and Revenue (Tracker) reported by the tracking platform.
Formula:
[Roi (Tracker)] = ( [Net (Tracker)] / [Amount Spent] ) x 100
Epc (Tracker) – currency
The calculated earning per click based on the Revenue (Tracker) and Clicks (Tracker) reported by the tracking platform.
Formula:
[Epc (Tracker)] = [Revenue (Tracker)] / [Clicks (Tracker)]
Epc – currency (best option)
The earning per click based on the Revenue (Tracker), reported by the tracking platform, and ad Clicks you paid for on the traffic source.
The reason why this version of Epc is needed is because sometimes tracking platforms might report more or less clicks, compared to the traffic source, so the Epc might not be as accurate as the one calculated on traffic source clicks.
Formula:
[Epc] = [Revenue (Tracker)] / [Clicks]
Payout – currency
The average revenue that each conversion is generating. Payout is automatically calculated using the Revenue (Tracker) and Conversions (Tracker), but you can also override the automatic payout by clicking on the Payout cell and entering a static value manually.
Formula:
[Payout] = [Revenue (Tracker)] / [Conversions (Tracker]
** Important: Please note that this value can also be set manually by overriding the actually calculated metric.
Est. Spent – currency
NOTE: Estimated Spend is only available if you have connected a tracking platform.
To make up for the delay some traffic sources have in reporting the accurate spend for the day, we try to estimate its value using the average Cpc and multiplying it by the amount of clicks reported by your trackign platform, Clicks (Tracker).
Formula:
[Est. Spent] = [Avg. Cpc] x [Clicks (Tracker)]
Est. Net – currency
The estimated net profit, calculated based on the Estimated Spent (calculated in TheOptimizer) and the number of Clicks (Tracker) reported by the tracking platform.
Formula:
[Est. Net] = [Revenue (Tracker)] – [Est. Spent]
Est. Roi – percentage
The calculated return on investment based on the Estimated Spent (calculated by TheOptimizer) and Revenue (Tracker) reported by the tracking platform.
Formula:
[Est. Roi] = ( [Est. Net] / [Est. Spent] ) x 100
Search Arbitrage Metrics and Terms
Search Feed Clicks – number
Refers to the amount of the reported search ad clicks (aka. revenue events) happening on a parked domain.
Search Feed Revenue – currency
Refers to the revenue generated by the publisher clicks happening on the parked domain.
Google Analytics Metrics and Terms
Entrances – number
The number of entrances to the property measured as the first pageview in a session.
Page Views – number
Reports the total number of page views for the tracked content property.
Unique Page Views – number
Reports the number of sessions during which the specified page was viewed at least once. A unique pageview is counted for each page URL + page title combination.
Time on Page – time
Reports the average time a visitor spent on a specific page.
PVS – number
Reports the calculated number of page views per session.
Exits – number
Reports the total amount of tracked exits from the content property.
Page Value – time
Reports the average value of a page or set of pages, which is equal to (ga:transactionRevenue + ga:goalValueAll) / ga:uniquePageviews.
Users – number
Reports the number of visitors accessing the content property.
New Users – number
Reports the number of sessions marked as a user’s first sessions accessing the content property.
Sessions – number
Reports the total number of sessions measured on the content property.
Session Duration – time
Reports the duration of the user session.
Avg. Session Duration – time
Reports the calculated average duration time of the visitor session.
Bounces – number
Reports the total number of single page (or single interaction hit) sessions for the property.
Bounce Rate – percentage
Reports the calculated one-page visits divided by the total number of entrances to a content property.
Goal Starts – number
Reports total number of starts for the first 5 goals (1 – 5) defined in the GA account.
Goal Completions – number
Reports total number of competitions for the first 5 goals (1 – 5) defined in the GA account.
AdSense Revenue – currency
Reports the total revenue generated from AdSense ads.
AdSense Ad Units Viewed – number
Reports the number of AdSense ad units viewed (requires integration with AdSense). An ad unit is a set of ads displayed as a result of one piece of the AdSense ad code. For details, see https://support.google.com/adsense/answer/32715?hl=en.
AdSense Ad Clicked – number
Reports the number of times AdSense ads on the site were clicked (requires integration with AdSense).
AdSense Page Impressions – number
Reports the number of pageviews during which an AdSense ad was displayed (requires integration with AdSense). A page impression can have multiple ad units.
EPAC – currency
Reports the calculated earnings per ad click.
EPV – currency
Google Analytics Only. Reports the calculated earnings per view. EPV = Adsense Revenue / GA Page Views
EPS – currency
Google Analytics Only. Reports the calculated earnings per session.
Facebook Metrics and Terms
| Leads | Leads reported by Facebook |
| Reach | |
| TS Clicks | Facebook Clicks |
| Comments | Facebook Comments |
| Ad. Impressions | Facebook Ad Impressions |
| Inline Link Clicks | Inline link clicks on you Ad |
| ROAS | Return on Ad spending reported by Facebook |
| Likes | Likes on your Ad |
| Link clicks | |
| App installs | |
| Page Eng. | Page engagements initiated by this Ad. |
| Post Eng. | Post engagements initiated by this Ad |
| Reactions | Reactions on your Ad post |
| U. Inline Link Clicks | Unique Inline link clicks |
| Conversions | Facebook Conversions |
Assertive Yield Metrics and Terms
Check out the Official docs for more
| AY Clicks | Assertive Yield Clicks | |
| Clicks Bounced | Assertive Yield Clicks Bounced | |
| Clicks Returned | Assertive Yield Clicks Returned | |
| D Impressions | Assertive Yield Direct Impressions | |
| D Revenue | Assertive Yield Direct Revenue | |
| DA Impressions | Dynamic Allocation Impressions | |
| DA Predicted Impressions | Dynamic Allocation Predicted Impressions | |
| DA Predicted Revenue (Client) | Dynamic Allocation Predicted Revenue | |
| DA Predicted Revenue (Server) | Dynamic Allocation Predicted Revenue Server | |
| DA Revenue | Dynamic Allocation Revenue | |
| DA Revenue with Forecast | Dynamic Allocation Revenue With Forecast | |
| DA Revenue with Forecast (Client) | Dynamic Allocation Revenue With Forecast Client | |
| First Five Indicator | Assertive Yield First Five Indicator | |
| AY Impressions | Assertive Yield Impressions | |
| AY Line Item Revenue | Assertive Yield Line Item Revenue | |
| AY Page Views | Assertive Yield Page Views | |
| PB Lost Impressions | Prebid Lost Impressions | |
| PB Lost Revenue | Prebid Lost Revenue | |
| PB Lost Impressions | Prebid Lost Impressions | |
| PB Lost Revenue | Prebid Lost Revenue | |
| PB Revenue | Prebid Revenue | |
| PB Won Impressions | Prebid Won Impressions | |
| PB Won Revenue | Prebid Won Revenue | |
| AY New Sessions | Assertive Yield Session Starts | |
| AY Sessions | Assertive Yield Sessions | |
| AY Viewable | Assertive Yield Viewable | |
| Nativo Impressions | Assertive Yield Nativo Impressions | |
| Nativo Revenue | Assertive Yield Nativo Revenue | |
| AY Ads Per Pageview | Assertive Yield Ads Per Pageview | impressions / pageViews |
| AY Ads Per Session | Assertive Yield Ads Per Session | impressions / sessions |
| Click-Leave Rate | Click-Leave Rate | ( clicks – clicksReturned )/ clicks |
| AY CTR | AY CTR | clicks / impressions *100 |
| D PageView RPM | Direct PageView RPM | direct_revenue / pageViews * 1000 |
| D PageView Value-RPM | Direct PageView Value-RPM | direct_pageView_rpm * viewability |
| D RPM | Direct RPM | direct_revenue / direct_impressions * 1000 |
| D Session RPM | Direct Session RPM | direct_revenue / sessions * 1000 |
| D Win Rate | Direct Win Rate | direct_impressions / impressions |
| DA PageView RPM | DynamicAllocation PageView RPM | dynamicAllocation_revenue / pageViews * 1000 |
| DA RPM | DynamicAllocation RPM | dynamicAllocation_revenue / dynamicAllocation_impressions * 1000 |
| DA Session RPM | DynamicAllocation Session RPM | dynamicAllocation_revenue / sessions * 1000 |
| DA Session RPM with Forecast | DynamicAllocation Session RPM | dynamicAllocation_revenue_with_forecast / sessions * 1000 |
| DA Win Rate | DynamicAllocation Win Rate | dynamicAllocation_impressions / impressions |
| AY Miss-Click Rate | Assertive Yield Miss-Click Rate | clicksBounced / clicks |
| P Impressions | Programmatic Impressions | prebid_won_impressions + dynamicAllocation_impressions |
| P Revenue | Programmatic Revenue | prebid_won_revenue + dynamicAllocation_revenue |
| P Revenue with DA Forecast | Programmatic Revenue with Dynamic Allocation Forecast | prebid_won_revenue + dynamicAllocation_revenue_with_forecast |
| PageViews per Session | pageViews / sessions | |
| PB PageView RPM | Prebid PageViews RPM | prebid_revenue / pageViews * 1000 |
| PB RPM | Prebid RPM | prebid_revenue / impressions * 1000 |
| PB Session RPM | Prebid Session RPM | prebid_revenue / sessions * 1000 |
| PB Win Rate | Prebid Win Rate | prebid_won_impressions / impressions |
| PBL PageView RPM | Prebid Lost Pageview RPM | prebid_lost_revenue / pageViews * 1000 |
| PBL RPM | Prebid Lost RPM | prebid_lost_revenue / prebid_lost_impressions * 1000 |
| PBL Session RPM | Prebid Lost RPM | prebid_lost_revenue / sessions * 1000 |
| PBL Session Value-RPM | Prebid Lost Session Value-RPM | prebid_lost_session_rpm * viewability |
| PBL Value-RPM | Prebid Lost Value-RPM | prebid_lost_rpm * viewability |
| PBW PageView Value-RPM | PrebidWon PageView Value-RPM | prebid_won_pageView_rpm * viewability |
| PBW PageView RPM | Prebid Won Pageview RPM | prebid_won_revenue / pageViews * 1000 |
| PBW RPM | Prebid Won RPM | prebid_won_revenue / prebid_won_impressions * 1000 |
| PBW Session RPM | Prebid Won Session RPM | prebid_won_revenue / sessions * 1000 |
| PBW Session Value-RPM | Prebid Won Session Value-RPM | prebid_won_session_rpm * viewability |
| PBW Value-RPM | Prebid Won Value RPM | prebid_won_rpm * viewability |
| RPM with DA Forecast | RPM with Dynamic Allocation Forecast | revenue_with_forecast / impressions * 1000 |
| Session RPM with DA Forecast | Session RPM with Dynamic Allocation Forecast | revenue_with_forecast / sessions * 1000 |
| Session Value-RPM | Session Value-RPM | session_rpm * viewability |
| Value-RPM | Value RPM | rpm * viewability |
| NTV PageView RPM | Nativo Pageview RPM | nativo_revenue / pageViews * 1000 |
| NTV RPM | Nativo RPM | nativo_revenue / nativo_impressions * 1000 |
| NTV Session RPM | Nativo Session RPM | nativo_revenue / sessions * 1000 |
| Revenue | Assertive Yield Revenue | prebid_won_revenue + dynamicAllocation_revenue + direct_revenue |
| Revenue with DA Forecast | Revenue with Dynamic Allocation Forecast | prebid_won_revenue + dynamicAllocation_revenue_with_forecast + direct_revenue |
| Viewability | Assertive Yield Viewability | viewable / impressions |
| RPM | RPM | revenue / impressions * 1000 |
| Session RPM | Session RPM | revenue / sessions * 1000 |
| D Session Value-RPM | Direct Session Value-RPM | direct_session_rpm * viewability |
| PB PageView Value-RPM | Prebid PageView Value-RPM | prebid_pageView_rpm * viewability |
| PB Session Value-RPM | Prebid Session Value-RPM | prebid_session_rpm * viewability |
| PB Value-RPM | Prebid Value-RPM | prebid_rpm * viewability |
| PBL PageView Value-RPM | Prebid Lost PageView Value-RPM | prebid_lost_pageView_rpm * viewability |
| D Value-RPM | Direct Value-RPM | direct_rpm * viewability |
| P RPM | Programmatic RPM | programmatic_revenue / programmatic_impressions * 1000 |
| P Session RPM | Programmatic Session RPM | programmatic_revenue / sessions * 1000 |
| P Session RPM with Forecast | Programmatic Session RPM with Forecast | programmatic_revenue_with_forecast / sessions * 1000 |
| P Session Value-RPM | Programmatic Session Value-RPM | programmatic_session_rpm * viewability |
| P Value-RPM | Programmatic Value-RPM | programmatic_rpm * viewability |
| P Win Rate | Programmatic Win Rate | programmatic_impressions / impressions |
| PageView RPM | PageView RPM | revenue / pageViews * 1000 |
| PageView Value-RPM | PageView Value-RPM | pageView_rpm * viewability |
| DA PageView Value-RPM | Dynamic Allocation PageView Value-RPM | dynamicAllocation_pageView_rpm * viewability |
| DA Session Value-RPM | DynamicAllocation Session Value-RPM | dynamicAllocation_session_rpm * viewability |
| DA Value-RPM | DynamicAllocation Value-RPM | dynamicAllocation_rpm * viewability |
| P PageView RPM | Programmatic PageView RPM | programmatic_revenue / pageViews * 1000 |
| P PageView Value-RPM | Programmatic PageView Value-RPM | programmatic_pageView_rpm * viewability |
Amazon Metrics and Terms
| Total Cost | Total Cost including all fees reported by Amazon | |
| Total Fee | Total fees reported by Amazon | |
| Supply Cost | ||
| Sales | ||
| Clicks | Click Throughs | |
| Impressions | ||
| Measurable Imp | Measurable Impressions | |
| Video plays | Video starts | |
| Video Completed | Video Completed | |
| App views | Mobile App views | |
| App Clicks | App Clicks | |
| DPV Views | DPv Views | |
| DPV Clicks | DPv Clicks | |
| PRPV Views | PRPV Views | |
| PRPV Clicks | ||
| ATL Views | ||
| ATL Clicks | ||
| ATC Views | ||
| ATC Clicks | ||
| Purchase Clicks | ||
| Watchlist Views | Add to watchlist views | |
| Subscription Clicks | ||
| Subscription Views | ||
| Units Sold | ||
| Subscribe Views | Subscribe and Save Views | |
| Subscribe Clicks | Subscribe and Save Clicks | |
| Purchase Views | Purchase Views | |
| Purchase Clicks | Purchase Clicks | |
| Total Pixel CVR | ||
| eCPP | Estimated Cost per purchase | Total cost / Purchase |
| Total Pixel CPA | Total COST / Total Pixel | |
| Product Purchased CVR | Product purchased / Impressions | |
| Total Product Purchased CVR | Total Product purchased / Impressions | |
| eCP DPV | Total cost / DPV | |
| eCP ATC | Total cost / ATC | |
| Purchases Rate | Purchases / Impressions | |
| eCP Purchase | Total cost / Purchases | |
| New Subscribe And Save eCPP | Total cost / Subscription and save | |
| Cost Per Subscription And Save | Total cost / amz_total_subscribe_and_save_subscription | |
| Total Subscribe And Save Subscription Rate | SnSS / Impressions | |
| DPV Rate | DPV / Impressions | |
| Total Add To Cart Rate | ATCR = ATC / Impressions | |
| Total Add To Cart CPA | eCPATC = Total cost / ATC | |
| Total eCPP | Total cost / Total Purchases | |
| Total New To Brand Product eCPP | Total cost / New-to-brand purchases | |
| Total New To Brand Purchase Rate | Total purchases / New-to-brand purchases | |
| Total ROAS | Total cost / total sales | |
| Purchases Views | ||
| Add To Watchlist Clicks | ||
| Total Detail Page Clicks | ||
| Total Detail Page Views | ||
| Total Add To List Views | ||
| Total Add To List Clicks | ||
| Total Add To Cart Views | ||
| Total Add To Cart Clicks | ||
| Total Purchases Views | ||
| Total Purchases Clicks | ||
| Total New To Brand Purchases Views | ||
| Total New To Brand Purchases Clicks | ||
| Total Subscribe And Save Subscription Views | ||
| Total Subscribe And Save Subscription Clicks | ||
| Total Pixel Views | ||
| Total Pixel Clicks | ||
| Mobile App First Start | ||
| DPV | Detail Page view | |
| PPRV | Product Page Views | |
| ATL | Add to List | |
| ATC | Add To Card | |
| Purchases | ||
| Add To Watchlist | ||
| Subscription Page | ||
| New Subscribe And Save | ||
| Product Purchased | ||
| Total Detail Page | ||
| Total Add To List | ||
| Total Add To Cart | ||
| Total Purchases | ||
| Total New To Brand Purchases | ||
| Total Subscribe And Save Subscription | ||
| Total Pixel | ||
| Viewable Impressions | ||
| Video Midpoint | ||
| Total New To Brand Units Sold | ||
| New To Brand Units Sold | ||
| New To Brand Product Sales | ||
| Total New To Brand Product Sales | ||
| Total Units Sold | ||
| Total Sales |